Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
ActiveCampaign
ActiveCampaign is an all-in-one platform for marketing automation and CRM. It provides tools for email marketing, segmentation, lead scoring, automation, and CRM integration. Through personalized communication and automation, ActiveCampaign helps businesses build relationships with customers, increase conversions, and maximize revenue.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
AI
Artificial Intelligence (AI) refers to computer programs and systems that exhibit human-like abilities in perception, analysis, decision-making, and problem-solving. AI uses algorithms and machine learning to process data and recognize patterns, in order to make intelligent decisions and perform tasks autonomously.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
A conversion occurs when a website visitor or a potential customer takes a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It is an essential step in the marketing funnel and serves to measure the effectiveness of marketing efforts.
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the centralized management, organization, and provision of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitalization and growing amounts of media, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently findable and usable. Instead of searching for files distributed across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, making it possible to find them again within seconds and use them correctly.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and permissions management, search functions, integration into existing workflows, and distribution options for different channels. Marketing and creative teams especially benefit, as campaign materials, brand assets, or product photos are consistently and controllably available.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. The brand perception is also strengthened, as the current and approved materials are always used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Strategy
A digital strategy is a long-term plan that outlines how a company uses digital technologies, platforms, and processes to achieve its business goals. It connects business strategy with digital innovation – specifically how digital tools can help work more efficiently, tap into new markets, improve customer experiences, or create competitive advantages.
At the center is the question: How can digitalization help to be more successful?
This can take many forms – from launching an online shop, to automated internal processes, data-driven decisions, to digital marketing campaigns.
A good digital strategy begins with an analysis of the current situation:
Where does the company stand? What digital trends are relevant to the industry? What are competitors doing? Following this, goals are defined – such as increasing sales, expanding reach, or improving customer loyalty – and concrete measures are planned, e.g., building a new website, investing in CRM systems, or introducing agile working methods.
Important components of a digital strategy include:
Use of technology: What tools, systems, and platforms will be used?
Customer centricity: How can customer expectations be better met through digital offerings?
Data strategy: How are data collected, analyzed, and utilized?
Organizational structure: How must the company culture and team change?
A digital strategy is not a one-time plan, but a dynamic process. It must be regularly reviewed and adjusted as technologies and markets change rapidly.
In summary:
A digital strategy is the digital roadmap of a company. It provides clarity on how digitalization is purposefully used to actively shape change and remain future-proof.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot – The All-in-One Platform for Inbound Marketing, Sales, and CRM
HubSpot is one of the most well-known platforms for inbound marketing, sales, and customer relationship management (CRM). The American company was founded in 2006 and has since pursued the mission of helping businesses grow through helpful content and targeted automation.
At the core of HubSpot is the idea that customers should not be won over by aggressive advertising, but by relevant content and good user experiences. That’s why HubSpot offers a variety of tools on a single platform: from content management to email marketing, lead generation, and social media management, as well as sales tools, service software, and a powerful, free CRM system.
HubSpot is particularly popular due to its user-friendliness. Even companies without deep technical knowledge can plan campaigns, create landing pages, automate email workflows, or optimize sales processes. Through dashboards and reporting, users can always keep track of the performance of their activities.
Another advantage is HubSpot's modular structure: companies can start small – for example, only with the CRM or the Marketing Hub – and expand the platform as needed. The seamless integration of the various hubs creates a central data basis, which significantly simplifies coordination between marketing, sales, and customer service.
Additionally, HubSpot offers extensive training resources and certifications to help users make optimal use of the platform.
Conclusion: HubSpot is much more than just a CRM or a marketing tool – it is a comprehensive platform that helps businesses achieve sustainable growth through better customer engagement, more efficient processes, and data-driven decisions.
Hunter in Sales
Hunter in Sales – The Active Seller on the Hunt for New Customers
In sales, the term “Hunter” (English for “hunter”) describes a specific role or mentality of a salesperson. A hunter specializes in acquiring new customers, meaning they go "on the hunt" for business opportunities. They focus heavily on acquisition, networking, and building new business relationships – in contrast to a “Farmer”, who cares for and maintains existing customers.
The hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a hunter include, for example, identifying potential customers (leads), making the first contact (cold calling or email), presenting products or services, and closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or businesses looking to enter new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenue and gains new market shares.
A successful hunter needs, in addition to communication skills, a good dose of resilience, strategic thinking, and an eye for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer retention and long-term relationships, the hunter ensures that new customers come into the company at all. Both roles are important – but especially in dynamic industries or when launching new products, the hunter is indispensable for success.
In short: A hunter in sales is the driving force for growth – determined, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a customer communication platform that enables businesses to offer personalized support and marketing through various channels. With features like live chat, email automation, and customer engagement tools, Intercom helps companies build, maintain, and improve customer relationships to drive growth.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
K
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance marketing is a results-oriented marketing strategy where advertisers only pay for specific actions, such as clicks, sales, or leads. It includes channels like search engine advertising, affiliate marketing, and social media. The focus is on measurable results and continuous optimization to increase marketing efficiency and ROI.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
R
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
U
UI/UX
UI/UX stands for User Interface and User Experience. UI refers to the design and layout of an application, including colors, buttons, and typography. UX encompasses the entire user experience, such as usability, interactions, and satisfaction. Together, both ensure an intuitive, engaging, and efficient user interaction.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer support platform that helps businesses provide efficient and personalized customer service. It offers features such as ticketing, chat, call management, and self-service portals. Zendesk enhances customer interaction, boosts the productivity of support teams, and enables better analysis and optimization of customer service.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
ActiveCampaign
ActiveCampaign is an all-in-one platform for marketing automation and CRM. It provides tools for email marketing, segmentation, lead scoring, automation, and CRM integration. Through personalized communication and automation, ActiveCampaign helps businesses build relationships with customers, increase conversions, and maximize revenue.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
AI
Artificial Intelligence (AI) refers to computer programs and systems that exhibit human-like abilities in perception, analysis, decision-making, and problem-solving. AI uses algorithms and machine learning to process data and recognize patterns, in order to make intelligent decisions and perform tasks autonomously.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
A conversion occurs when a website visitor or a potential customer takes a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It is an essential step in the marketing funnel and serves to measure the effectiveness of marketing efforts.
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the centralized management, organization, and provision of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitalization and growing amounts of media, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently findable and usable. Instead of searching for files distributed across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, making it possible to find them again within seconds and use them correctly.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and permissions management, search functions, integration into existing workflows, and distribution options for different channels. Marketing and creative teams especially benefit, as campaign materials, brand assets, or product photos are consistently and controllably available.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. The brand perception is also strengthened, as the current and approved materials are always used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Strategy
A digital strategy is a long-term plan that outlines how a company uses digital technologies, platforms, and processes to achieve its business goals. It connects business strategy with digital innovation – specifically how digital tools can help work more efficiently, tap into new markets, improve customer experiences, or create competitive advantages.
At the center is the question: How can digitalization help to be more successful?
This can take many forms – from launching an online shop, to automated internal processes, data-driven decisions, to digital marketing campaigns.
A good digital strategy begins with an analysis of the current situation:
Where does the company stand? What digital trends are relevant to the industry? What are competitors doing? Following this, goals are defined – such as increasing sales, expanding reach, or improving customer loyalty – and concrete measures are planned, e.g., building a new website, investing in CRM systems, or introducing agile working methods.
Important components of a digital strategy include:
Use of technology: What tools, systems, and platforms will be used?
Customer centricity: How can customer expectations be better met through digital offerings?
Data strategy: How are data collected, analyzed, and utilized?
Organizational structure: How must the company culture and team change?
A digital strategy is not a one-time plan, but a dynamic process. It must be regularly reviewed and adjusted as technologies and markets change rapidly.
In summary:
A digital strategy is the digital roadmap of a company. It provides clarity on how digitalization is purposefully used to actively shape change and remain future-proof.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot – The All-in-One Platform for Inbound Marketing, Sales, and CRM
HubSpot is one of the most well-known platforms for inbound marketing, sales, and customer relationship management (CRM). The American company was founded in 2006 and has since pursued the mission of helping businesses grow through helpful content and targeted automation.
At the core of HubSpot is the idea that customers should not be won over by aggressive advertising, but by relevant content and good user experiences. That’s why HubSpot offers a variety of tools on a single platform: from content management to email marketing, lead generation, and social media management, as well as sales tools, service software, and a powerful, free CRM system.
HubSpot is particularly popular due to its user-friendliness. Even companies without deep technical knowledge can plan campaigns, create landing pages, automate email workflows, or optimize sales processes. Through dashboards and reporting, users can always keep track of the performance of their activities.
Another advantage is HubSpot's modular structure: companies can start small – for example, only with the CRM or the Marketing Hub – and expand the platform as needed. The seamless integration of the various hubs creates a central data basis, which significantly simplifies coordination between marketing, sales, and customer service.
Additionally, HubSpot offers extensive training resources and certifications to help users make optimal use of the platform.
Conclusion: HubSpot is much more than just a CRM or a marketing tool – it is a comprehensive platform that helps businesses achieve sustainable growth through better customer engagement, more efficient processes, and data-driven decisions.
Hunter in Sales
Hunter in Sales – The Active Seller on the Hunt for New Customers
In sales, the term “Hunter” (English for “hunter”) describes a specific role or mentality of a salesperson. A hunter specializes in acquiring new customers, meaning they go "on the hunt" for business opportunities. They focus heavily on acquisition, networking, and building new business relationships – in contrast to a “Farmer”, who cares for and maintains existing customers.
The hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a hunter include, for example, identifying potential customers (leads), making the first contact (cold calling or email), presenting products or services, and closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or businesses looking to enter new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenue and gains new market shares.
A successful hunter needs, in addition to communication skills, a good dose of resilience, strategic thinking, and an eye for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer retention and long-term relationships, the hunter ensures that new customers come into the company at all. Both roles are important – but especially in dynamic industries or when launching new products, the hunter is indispensable for success.
In short: A hunter in sales is the driving force for growth – determined, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a customer communication platform that enables businesses to offer personalized support and marketing through various channels. With features like live chat, email automation, and customer engagement tools, Intercom helps companies build, maintain, and improve customer relationships to drive growth.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
K
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance marketing is a results-oriented marketing strategy where advertisers only pay for specific actions, such as clicks, sales, or leads. It includes channels like search engine advertising, affiliate marketing, and social media. The focus is on measurable results and continuous optimization to increase marketing efficiency and ROI.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
R
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
U
UI/UX
UI/UX stands for User Interface and User Experience. UI refers to the design and layout of an application, including colors, buttons, and typography. UX encompasses the entire user experience, such as usability, interactions, and satisfaction. Together, both ensure an intuitive, engaging, and efficient user interaction.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer support platform that helps businesses provide efficient and personalized customer service. It offers features such as ticketing, chat, call management, and self-service portals. Zendesk enhances customer interaction, boosts the productivity of support teams, and enables better analysis and optimization of customer service.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
ActiveCampaign
ActiveCampaign is an all-in-one platform for marketing automation and CRM. It provides tools for email marketing, segmentation, lead scoring, automation, and CRM integration. Through personalized communication and automation, ActiveCampaign helps businesses build relationships with customers, increase conversions, and maximize revenue.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
AI
Artificial Intelligence (AI) refers to computer programs and systems that exhibit human-like abilities in perception, analysis, decision-making, and problem-solving. AI uses algorithms and machine learning to process data and recognize patterns, in order to make intelligent decisions and perform tasks autonomously.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
A conversion occurs when a website visitor or a potential customer takes a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It is an essential step in the marketing funnel and serves to measure the effectiveness of marketing efforts.
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the centralized management, organization, and provision of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitalization and growing amounts of media, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently findable and usable. Instead of searching for files distributed across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, making it possible to find them again within seconds and use them correctly.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and permissions management, search functions, integration into existing workflows, and distribution options for different channels. Marketing and creative teams especially benefit, as campaign materials, brand assets, or product photos are consistently and controllably available.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. The brand perception is also strengthened, as the current and approved materials are always used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Strategy
A digital strategy is a long-term plan that outlines how a company uses digital technologies, platforms, and processes to achieve its business goals. It connects business strategy with digital innovation – specifically how digital tools can help work more efficiently, tap into new markets, improve customer experiences, or create competitive advantages.
At the center is the question: How can digitalization help to be more successful?
This can take many forms – from launching an online shop, to automated internal processes, data-driven decisions, to digital marketing campaigns.
A good digital strategy begins with an analysis of the current situation:
Where does the company stand? What digital trends are relevant to the industry? What are competitors doing? Following this, goals are defined – such as increasing sales, expanding reach, or improving customer loyalty – and concrete measures are planned, e.g., building a new website, investing in CRM systems, or introducing agile working methods.
Important components of a digital strategy include:
Use of technology: What tools, systems, and platforms will be used?
Customer centricity: How can customer expectations be better met through digital offerings?
Data strategy: How are data collected, analyzed, and utilized?
Organizational structure: How must the company culture and team change?
A digital strategy is not a one-time plan, but a dynamic process. It must be regularly reviewed and adjusted as technologies and markets change rapidly.
In summary:
A digital strategy is the digital roadmap of a company. It provides clarity on how digitalization is purposefully used to actively shape change and remain future-proof.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot – The All-in-One Platform for Inbound Marketing, Sales, and CRM
HubSpot is one of the most well-known platforms for inbound marketing, sales, and customer relationship management (CRM). The American company was founded in 2006 and has since pursued the mission of helping businesses grow through helpful content and targeted automation.
At the core of HubSpot is the idea that customers should not be won over by aggressive advertising, but by relevant content and good user experiences. That’s why HubSpot offers a variety of tools on a single platform: from content management to email marketing, lead generation, and social media management, as well as sales tools, service software, and a powerful, free CRM system.
HubSpot is particularly popular due to its user-friendliness. Even companies without deep technical knowledge can plan campaigns, create landing pages, automate email workflows, or optimize sales processes. Through dashboards and reporting, users can always keep track of the performance of their activities.
Another advantage is HubSpot's modular structure: companies can start small – for example, only with the CRM or the Marketing Hub – and expand the platform as needed. The seamless integration of the various hubs creates a central data basis, which significantly simplifies coordination between marketing, sales, and customer service.
Additionally, HubSpot offers extensive training resources and certifications to help users make optimal use of the platform.
Conclusion: HubSpot is much more than just a CRM or a marketing tool – it is a comprehensive platform that helps businesses achieve sustainable growth through better customer engagement, more efficient processes, and data-driven decisions.
Hunter in Sales
Hunter in Sales – The Active Seller on the Hunt for New Customers
In sales, the term “Hunter” (English for “hunter”) describes a specific role or mentality of a salesperson. A hunter specializes in acquiring new customers, meaning they go "on the hunt" for business opportunities. They focus heavily on acquisition, networking, and building new business relationships – in contrast to a “Farmer”, who cares for and maintains existing customers.
The hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a hunter include, for example, identifying potential customers (leads), making the first contact (cold calling or email), presenting products or services, and closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or businesses looking to enter new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenue and gains new market shares.
A successful hunter needs, in addition to communication skills, a good dose of resilience, strategic thinking, and an eye for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer retention and long-term relationships, the hunter ensures that new customers come into the company at all. Both roles are important – but especially in dynamic industries or when launching new products, the hunter is indispensable for success.
In short: A hunter in sales is the driving force for growth – determined, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a customer communication platform that enables businesses to offer personalized support and marketing through various channels. With features like live chat, email automation, and customer engagement tools, Intercom helps companies build, maintain, and improve customer relationships to drive growth.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
K
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance marketing is a results-oriented marketing strategy where advertisers only pay for specific actions, such as clicks, sales, or leads. It includes channels like search engine advertising, affiliate marketing, and social media. The focus is on measurable results and continuous optimization to increase marketing efficiency and ROI.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
R
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
U
UI/UX
UI/UX stands for User Interface and User Experience. UI refers to the design and layout of an application, including colors, buttons, and typography. UX encompasses the entire user experience, such as usability, interactions, and satisfaction. Together, both ensure an intuitive, engaging, and efficient user interaction.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer support platform that helps businesses provide efficient and personalized customer service. It offers features such as ticketing, chat, call management, and self-service portals. Zendesk enhances customer interaction, boosts the productivity of support teams, and enables better analysis and optimization of customer service.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
ActiveCampaign
ActiveCampaign is an all-in-one platform for marketing automation and CRM. It provides tools for email marketing, segmentation, lead scoring, automation, and CRM integration. Through personalized communication and automation, ActiveCampaign helps businesses build relationships with customers, increase conversions, and maximize revenue.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
AI
Artificial Intelligence (AI) refers to computer programs and systems that exhibit human-like abilities in perception, analysis, decision-making, and problem-solving. AI uses algorithms and machine learning to process data and recognize patterns, in order to make intelligent decisions and perform tasks autonomously.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
A conversion occurs when a website visitor or a potential customer takes a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It is an essential step in the marketing funnel and serves to measure the effectiveness of marketing efforts.
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the centralized management, organization, and provision of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitalization and growing amounts of media, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently findable and usable. Instead of searching for files distributed across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, making it possible to find them again within seconds and use them correctly.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and permissions management, search functions, integration into existing workflows, and distribution options for different channels. Marketing and creative teams especially benefit, as campaign materials, brand assets, or product photos are consistently and controllably available.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. The brand perception is also strengthened, as the current and approved materials are always used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Strategy
A digital strategy is a long-term plan that outlines how a company uses digital technologies, platforms, and processes to achieve its business goals. It connects business strategy with digital innovation – specifically how digital tools can help work more efficiently, tap into new markets, improve customer experiences, or create competitive advantages.
At the center is the question: How can digitalization help to be more successful?
This can take many forms – from launching an online shop, to automated internal processes, data-driven decisions, to digital marketing campaigns.
A good digital strategy begins with an analysis of the current situation:
Where does the company stand? What digital trends are relevant to the industry? What are competitors doing? Following this, goals are defined – such as increasing sales, expanding reach, or improving customer loyalty – and concrete measures are planned, e.g., building a new website, investing in CRM systems, or introducing agile working methods.
Important components of a digital strategy include:
Use of technology: What tools, systems, and platforms will be used?
Customer centricity: How can customer expectations be better met through digital offerings?
Data strategy: How are data collected, analyzed, and utilized?
Organizational structure: How must the company culture and team change?
A digital strategy is not a one-time plan, but a dynamic process. It must be regularly reviewed and adjusted as technologies and markets change rapidly.
In summary:
A digital strategy is the digital roadmap of a company. It provides clarity on how digitalization is purposefully used to actively shape change and remain future-proof.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot – The All-in-One Platform for Inbound Marketing, Sales, and CRM
HubSpot is one of the most well-known platforms for inbound marketing, sales, and customer relationship management (CRM). The American company was founded in 2006 and has since pursued the mission of helping businesses grow through helpful content and targeted automation.
At the core of HubSpot is the idea that customers should not be won over by aggressive advertising, but by relevant content and good user experiences. That’s why HubSpot offers a variety of tools on a single platform: from content management to email marketing, lead generation, and social media management, as well as sales tools, service software, and a powerful, free CRM system.
HubSpot is particularly popular due to its user-friendliness. Even companies without deep technical knowledge can plan campaigns, create landing pages, automate email workflows, or optimize sales processes. Through dashboards and reporting, users can always keep track of the performance of their activities.
Another advantage is HubSpot's modular structure: companies can start small – for example, only with the CRM or the Marketing Hub – and expand the platform as needed. The seamless integration of the various hubs creates a central data basis, which significantly simplifies coordination between marketing, sales, and customer service.
Additionally, HubSpot offers extensive training resources and certifications to help users make optimal use of the platform.
Conclusion: HubSpot is much more than just a CRM or a marketing tool – it is a comprehensive platform that helps businesses achieve sustainable growth through better customer engagement, more efficient processes, and data-driven decisions.
Hunter in Sales
Hunter in Sales – The Active Seller on the Hunt for New Customers
In sales, the term “Hunter” (English for “hunter”) describes a specific role or mentality of a salesperson. A hunter specializes in acquiring new customers, meaning they go "on the hunt" for business opportunities. They focus heavily on acquisition, networking, and building new business relationships – in contrast to a “Farmer”, who cares for and maintains existing customers.
The hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a hunter include, for example, identifying potential customers (leads), making the first contact (cold calling or email), presenting products or services, and closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or businesses looking to enter new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenue and gains new market shares.
A successful hunter needs, in addition to communication skills, a good dose of resilience, strategic thinking, and an eye for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer retention and long-term relationships, the hunter ensures that new customers come into the company at all. Both roles are important – but especially in dynamic industries or when launching new products, the hunter is indispensable for success.
In short: A hunter in sales is the driving force for growth – determined, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a customer communication platform that enables businesses to offer personalized support and marketing through various channels. With features like live chat, email automation, and customer engagement tools, Intercom helps companies build, maintain, and improve customer relationships to drive growth.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
K
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance marketing is a results-oriented marketing strategy where advertisers only pay for specific actions, such as clicks, sales, or leads. It includes channels like search engine advertising, affiliate marketing, and social media. The focus is on measurable results and continuous optimization to increase marketing efficiency and ROI.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
R
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
U
UI/UX
UI/UX stands for User Interface and User Experience. UI refers to the design and layout of an application, including colors, buttons, and typography. UX encompasses the entire user experience, such as usability, interactions, and satisfaction. Together, both ensure an intuitive, engaging, and efficient user interaction.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
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Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer support platform that helps businesses provide efficient and personalized customer service. It offers features such as ticketing, chat, call management, and self-service portals. Zendesk enhances customer interaction, boosts the productivity of support teams, and enables better analysis and optimization of customer service.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.